Ellen to Dance Onto Shelves

Comedian and talk show host Ellen DeGeneres has teamed up with J. Christopher Burch, founder of C. Wonder and chief executive officer of Burch Creative Capital, to create a new lifestyle brand, E.D.

The joint partnership will see DeGeneres provide creative direction with Burch contributing manufacturing and brand development services.

“Ellen is not only an extraordinary human being, but she also has an amazing eye,” says Burch. “From her homes to her art to the set of her television show, her style informs everything in her life. The products she is developing are, in and of themselves, fabulous. Her indelible sense of style, coupled with her incredible social reach and enthusiasm, make her a wonderful partner.”

The E.D. brand will be developed in a range of categories including homewares, ready-to-wear, accessories and pet products.

First to launch will be a capsule collection of direct-to-consumer home goods for this holiday season, followed by a full collection launch at retail planned for spring 2015.

“I’ve always wanted to launch a line of home goods, clothing and accessories. I already get to be inside people’s living rooms with my show. Now I get to be in their kitchens, in their beds and in their pants. Wait. That’s not what I meant,” says DeGeneres.

A website for the brand is also in the works, with product set to be delivered through wholesale and retail channels, as well as direct-to-consumer.